The initial assumption of most students is that the firms are all the same! Not only is this not the case but you never want any of the firms to think you believe that! The best way to ensure you know a firm intimately is by exercising your due diligence and performing whatever depth of research is necessary to prove you know their intrinsic differences. Here are a few examples of how you can do this and make an impact on firm reps as you network, write specific cover letters and follow up with firm staff throughout the process.

1. Each firm varies in their wording around core business areas. Whether it be leadership, clients, industry sectors, service lines, support for new hires, community involvement, corporate responsibility and more.
   One example of the variations among the Big 4 firms is in their wording around community involvement and the way they both encourage it and support it as follows:

   KPMG

   • At KPMG, participation in the community is part of the job. We are passionate about strengthening our relationships with our communities and recognize that our opportunity to have a positive impact extends beyond our client work.
   • Community Leader is part of our business strategy and performance management process. It provides the mandate, the opportunities and the support for how we will contribute to the success of our communities as an organization and as individuals.  By leveraging our personal experience we strive to affect social change.
   • We believe that for our communities to thrive, every one of our people must take an active role. By integrating the Community Leader strategy into our annual goal setting process, we hold each and every one of our people accountable for their participation in the program.
   • We want to help build stronger, more successful communities – this is at the core of our business strategy and drives what we do every day.  KPMG is a firm that cares and a firm that makes a difference.

   Deloitte

   • At Deloitte we integrate corporate responsibility into our core business strategy. This is why we encourage practices that protect the environment, support local communities and have a positive impact on society.
   • Did you know that Impact Day is a Deloitte worldwide initiative where our people devote one working day to volunteering for a cause they care about? Whether you help out in a soup kitchen, clean up a park or paint a community space, we encourage you to help make a difference because we believe that strong communities build stronger employees. So go ahead. Get involved and experience the positive side effects of giving back.

   PwC

   • At the PricewaterhouseCoopers Canada Foundation, we’re dedicated to providing the community and our people with the tools they need to strengthen their leadership skills. Whether it’s learning about how to be a more effective volunteer, or providing financial support for leadership development at Canadian charities, we help people become more strategic in the ways they make a difference in the community. In the not for profit sector, we call this idea capacity building, and it’s the core of our work and how we helping to build and empower community leadership.
   • Our Foundation offers a variety of programs to help people get involved in their communities and build upon the impact they have by working together. Starting with the list of programs below, visit the different areas of our site to learn more:
   • The Volunteer Continuumis a tool that helps any person or organization develop, monitor, evaluate and revise community involvement programs….

   EY

   • At EY, corporate responsibility (CR) is integral to our business strategy and our dedication to increasing transparency and accountability in the global marketplace. We’re firmly anchored in the communities where we live and work, and we recognize that we have a responsibility to help those communities grow and flourish.
   • Our CR efforts focus on three issues that lay the foundation for a better world and reflect the strengths of our people and the capabilities of our global organization: entrepreneurship, education and environmental sustainability. We call these the 3Es.
   • As an EY professional, you’ll have many opportunities to give back to your community and to use your skills to make a difference. For example…..
2. Firm contacts are an excellent way to get opinions and information around how they do business, support their staff and believe why they are impacting this market with their business model. An information interview, coffee chat or office hours meeting affords students an opportunity to have face time with firm reps and ask “questions.” Not average, simple or mundane questions, but rather questions that display a higher level of knowledge and that inquire about the kinds of things students that are truly interested in a firm would ask. It is always very important to ensure the questions have balance about what a firm can do for the candidate and other things. Questions about their business, community involvement, service lines and clients they service are just a few areas to talk around.
3. Business Media is another great resource to find out what is going on now in any business and other information that has been written about them over the last few years. Media like BIV.com, BC Business,  the Vancouver Sun and the Globe & Mail all have current information about firs. Some offer searching opportunities to do a little further sleuthing about what they have done and their clients.

There a few things more impacting than when a student stands out because of their knowledge of a firm, it’s people, it’s business and it’s impact on the community at large. A well-prepared question when networking, a firm-specific cover letter and an engaging email during follow up can all go along way too helping you stand out and become a person of interest. When a firm rep, senior manager or partner hear this information roll off the tongue of a candidate, or jump out at them of a cover letter, they are compelled to believe that this person has a higher knowledge because of their interest in being with their firm. This is a large part of why they select candidates at the end of the day. In general, companies know that during any recruiting process there are only 5-10% of the candidates that truly want to become part of their company. These people bring passion, morale, productivity and typically stay longer once hired. The rest of the pile….well, they are looking for help to get their CPA and of course, a pay cheque. If you were a firm rep, who would you want to hire?

Good Luck!

Russell Garrett is the Owner of Protocol Business Solutions, a Certified Career Consultant and the DAP Career Coach. He also collaborates with the Business Career Center to support BCom career initiatives from time to time. Be sure to attend all the CPA Summer Pre Series Workshops which are posted on COOL for registration and on Connect for post-workshop viewing. Russell will be delivering and co-facilitating workshops for DAP and BCom students in collaboration with the Business
Career Centre staff. Russell is also available to DAP students for online coaching appointments set up through email requests and for in-person coaching appointments posted in COOL. You can contact Russell at dapcareersupport@sauder.ubc.ca.